Summary of the Senior Growth Marketing Manager (Veterinarians) job at Roo

About the Role

As the Growth Marketing Lead for Roo's Veterinary Marketplace, you'll own how veterinarians find Roo, why they sign up, and what gets them from a new account to their first shift.

This is a senior IC role in the Veterinary Marketplace Business Unit (BU). You'll own acquisition strategy and budget end to end, and you'll own the activation levers that sit outside lifecycle marketing: the sign-up flow, the handoff to our Onboarding and BD teams, and the experiments that tie them together. Your time splits about evenly between acquisition and activation. You'll be held to vets who work, not leads or sign-ups.

You'll be one half of the BU's growth and product pod under the GM, alongside a Staff Product Manager. They own what we build; you own who we reach, what we offer them, and whether it worked. You'll also partner closely with the BU's lifecycle marketer, who owns every message to vets already in our database.

You'll report to the GM of the Veterinary Marketplace BU, with a dotted line to the Marketing Chief, and work as part of Roo's marketing guild, which owns craft standards for marketing across the company.

Your Responsibilities

• Own vet acquisition strategy and budget — channel mix, spend by geography and audience, and CPA and payback targets.
• Own vet paid media strategy and performance, directing a shared agency partner who runs day-to-day execution.
• Own vet AEO — how vets find Roo in AI answers — and set priorities and briefs for SEO and the website, working with the brand team who build them.
• Build and own top-of-funnel tools vets actually want — earnings and rate tools, tax and licensing help — using AI to ship them yourself. They capture vets before they're ready to sign up and feed them to our sales team.
• Own the referral program end to end: offer design, mechanics, payouts, fraud controls and promotion.
• Own vet-only acquisition campaigns — vet-facing launches and partner offers — and bring the acquisition layer to company-wide moments led by the brand team.
• Own the CRO backlog and test calendar for the sign-up flow and landing pages.
• Help Onboarding get newly approved vets to request their first shift in their first week.
• Own the acquisition model of record — CPA by channel, cohort activation, LTV and payback — and the holdout standard every program is measured against.
• Own the interlock with Onboarding and BD: lead lists, lead scoring inputs, and handoff SLAs. Onboarding sells the first shift request; vets with no request after about a week move to BD.
• Partner with the events team to improve sign-ups from in-person events.
• Co-own the BU strategy with the GM and Staff PM, and report on progress, spend and learnings to leadership.

How this role works with the team

With the Staff PM: the Staff PM owns the product — verification, approval, the first-shift experience, tooling for high-volume relief vets, and the price boost and promotion engine. You own who we reach, what we offer and what we say. Where the funnel crosses from one to the other, you work as a pair: one target, one experiment roadmap, one analyst.

With the Lifecycle Marketer: once a vet is in our database, the channel to them — journeys, nurture, promo comms, reactivation, and everything after the first shift — belongs to lifecycle. You write the activation briefs and bring the acquisition insight; they own the journeys and the build.

Qualifications

• Acquisition depth. 5+ years in growth or performance marketing, ideally growing the supply side of a marketplace of licensed professionals (such as clinicians or nurses), owning a budget and a channel mix — not just executing campaigns.
• Outcome ownership. You've been held to a number downstream of the click — activation, first purchase, retained user — and changed your spend because of it.
• Channel range. Hands-on with paid, referral programs, AEO and AI-driven outbound, and you know which to cut when.
• Product-led instincts. You've run conversion work inside a product funnel alongside a PM and think in user journeys, not campaigns.
• Experimentation rigor. You design tests with real controls, read results honestly, and have reported a negative result to leadership.
• Analytical self-sufficiency. You're comfortable in SQL and cohort data and can build the model rather than wait for one.
• Strong writing. You write clearly and credibly.